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CMFSection3

Glossary for Stakeholder Engagement and Communications

TermDefinition
AIDA Model A model representing a person's journey to engagement: Awareness, Interest, Desire, Action.
Benefits Management The identification, definition, planning, tracking and realisation of benefits.
Cognitive bias A systematic error in thinking that affects the decisions and judgments that people make.
Communication Communication is the act of conveying meanings from one entity or group to another through the use of mutually understood signs, symbols, and related rules.
Covey, Stephen Author of "The 7 Habits of Highly Effective People", Stephen Covey excelled at producing memorable aphorisms, including "Seek first to understand, and then be understood", adopted by Patrick Mayfield as the fifth of his seven principles.
CPIG A segmentation (and stakeholder identification) technique using Customers, Providers, Influencers and Governance as segments.
Critical Success Factor Some aspect of an endeavour that is essential to its being regarded as successful.
Empathy Mapping A collaborative visualisation used to articulate what is known about a particular type of stakeholder, creating a shared understanding and facilitating decision making.
Feedback With respect to communication, evidence of how a communication has been understood and interpreted by a receiver of the communication.
Governance The decision making rights within an organisation and the infrastructure that results from them.
Heath, Dan and Chip The brothers Heath are bestselling business authors, often focusing on the personal and emotional side of reasoning and persuasion.
Influencers those possibly outside our change but who could inform or influence our change.
Innovation adoption model Everett Rogers proposed his Innovation adoption model in 2004, classifying those who will adopt the change into one of five groups, in order of adoption: Innovators (2.5%), Early adopters (13.5%), Early majority (34%), Late majority (34%), Laggards (16%).
Interpersonal Involving individuals. In the context of communication, this implies a two-way exchange (i.e. including feedback).
Lean One end of a continuum (with Rich) describing the amount and level of detail of a communication.
Mass communication Communication directed at groups (e.g. every customer and employee) which must, of necessity, exclude feedback.
Mayfield, Patrick Patrick Mayfield is an authority on influencing and leadership. He has proposed seven principles of stakeholder engagement.
Mind Map A diagram used to hierarchically visualise and organise information.
Noise Any distraction that reduces the effectiveness of a communication.
Open space technology A method for organising and running a meeting or multi-day conference, where participants have been invited in order to focus on a specific, important task or purpose.
Persona The characterisation of a role relevant to our change that helps to establish the goals and needs of a group, and facilitates a common understanding among the change team.
Push A "Push" communications channel is one allowing information to be sent to an audience.
Pull A "Pull" communications channel is one allowing an audience to control the timing and content of a message.
Rapid Listing A stakeholder identification technique involving: 1. Individuals quickly create a list of stakeholders, 2. Pairs compare notes and expand their joint list, 3. Pairs of pairs compare notes and expand their joint list, 4. The entire group constructs an overall list.
Rich One end of a continuum (with Lean) describing the amount and level of detail of a communication.
Rogers, Everett Everett Rogers proposed his Innovation adoption model in 2004, classifying those who will adopt the change into one of five groups, in order of adoption: Innovators (2.5%), Early adopters (13.5%), Early majority (34%), Late majority (34%), Laggards (16%).
Segmentation Division of a stakeholder group into sub-groups with distinctive features, e.g. age, geographical location. Communication content can be varied by segment to enhance its relevance and so effectiveness.
SPAM Model A model for communications (and other) planning, being an iterative process of Strategy, Plan, Action, Measure.
Stakeholder Any individual or group with an interest in the change or its outcomes.
Stakeholder radar A model used to prioritise stakeholders, often into one of four categories: Vital, Necessary, Good (to engage) or Courtesy to inform.
World cafe A structured conversational process for knowledge sharing in which groups discuss a topic at several tables, with individuals switching tables periodically and getting introduced to the previous discussion at their new table by a "table host".
Created by: Sarah Ironmonger
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